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Brand power: Using design and strategy to create the future
Author(s) -
Leonhardt Ted,
Faust Bill
Publication year - 2001
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2001.tb00526.x
Subject(s) - relevance (law) , faust , consistency (knowledge bases) , value (mathematics) , power (physics) , action (physics) , advertising , marketing , business , core (optical fiber) , computer science , political science , law , telecommunications , physics , artificial intelligence , quantum mechanics , machine learning , programming language
I f, in the past, brands were about consistency and continuity, today they are about dynamic relationships and responding to change. Ted Leonhardt and William Faust present the thesis that brands are really conversations with consumers, which maintain their relevance and value by stressing core values instead of particular objects and media. To demonstrate their thinking in action and to highlight the contribution of design to strategic branding, they cite examples from Volkswagen, Apple, Hush Puppies, and several other companies.